What is the Conversions API?
The Conversions API is a way to send conversion events directly from your server to an ad platform, such as Meta. It doesn't rely on a visitor's browser, so it can capture events that pixels miss because of blockers or privacy settings.
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How the Conversions API works
When a purchase or lead happens, your server or a connected tool sends the event to the platform. The event includes details like the action, time, and hashed customer information.
The platform matches the event to a person and an ad, then uses it for reporting and optimization.
Why use it with the pixel
Most advertisers run the browser pixel and the Conversions API together. If both send the same event, you include a shared event ID so the platform can remove duplicates.
The combination usually captures more events than either alone, which gives the platform better data to learn from.
What it can send
Besides website events, it can send actions from your CRM or store, such as qualified leads or in-person sales. Send only data you have the right to share, and follow your consent rules.
Common questions
Is the Conversions API only for Meta?
No. Meta's is the best known, but LinkedIn, Pinterest, Snapchat, and Reddit also offer a Conversions API, and TikTok has a similar Events API. Each has its own requirements.
Do I still need the pixel if I use the Conversions API?
Usually, yes. Running both gives broader coverage, and deduplication keeps events from being counted twice.
How does deduplication work?
You send the same event name and event ID from both the browser and the server. The platform sees the match and counts the event once.
Do I need a developer to set it up?
Not always. Some tag managers, platforms, and partner integrations offer low-code setups. Custom implementations need developer help.
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